What's the best way to follow-up a news release? The first method is usually phone unless you're pitching a technology story. Then the follow-up should be by email. (Editor's Note: That's because almost all technology reporters prefer email rather than phone, fax or snail-mail contact.) But I would tell you phone tends to work best. You could talk hi-touch versus hi-tech. I still think people like to be talked to. A reporter is often lonely, and they like the sound of the human voice at the other end of the line saying, "Here's the story. Here's what I've got, and here's why it's important."

You should know absolutely who you're sending it to because a generic news release typically ends up in a generic wastepaper basket. I would absolutely get the names and get them spelled right, because reporters like accuracy. The phone pitch should go like this: I think it's mostly around, again, problem/solution. When you're calling them, you don't say, "Excuse me, did you get the press release about.?" Let's say I was pitching my book Gorilla Publicity. I would call them up and say, "You know, in today's down-turned economy, publicity is the only thing that works. It's doesn't cost you a fortune, it's effective, and it gets great results."

Now, did I mention anything about a book? No. Did I mention anything about a service? No. What you talk about is the problem and the solution. Notice, by the way, I also did it fast and effectively without spending a lot of time and explanation. Those are some of the key points. Don't start pitching your service, your product, yourself, or anything about you. Keep it off you, and focus on the benefit/solution. For more information on how to follow-up and when, read "Failproof Ways to Follow Up After Sending a News Release or Pitch Letter."
http://101publicrelations.com/failprooffollowup.html?utm_source=prideas&utm_content=fail-proof_follow-up